Learn about the value of local digital marketing for enhancing the exposure of your local points of sale in this article, as well as the various strategies to enhance it using Google Ads Local Campaigns
Adapt to a surroundings that is always changing
We have been observing an exponential growth in e-commerce for a number of years, and this growth has affected in-store visitation. The most recent surveys show that 85% of buyers research products online before making a physical purchase.
This shift in consumer behavior is a reflection of the digitalization of the customer's purchasing process, a reality that every franchise network must deal with.
Therefore, we asked ourselves:
How can we respond to this digitalization and increase foot traffic in our stores? And maybe most importantly, how can physical locations be made more visible online?
We will examine the advantages of using local Google Ads campaigns for your franchise network in this article.
Summary
1.What are local Google Ads campaigns?
2.Why run local Google Ads campaigns?
3.How can you use Google Ads to raise your local visibility?
4.Get going at once!
What is the local Google Ads campaign?
The local Google Ads campaign allows your company to communicate with your potential customers all the information they need to visit your place of sale.
The purpose of this paid campaign is to produce traffic in your physical location. They are part of a digital drive-to-store strategy.
Unlike organic results, namely natural results, local campaigns appear at the top of the search results, and allow you to attract consumers who are interested in products or services that are similar to what you offer.
This campaign works with Google's business profile and automatically serves your ads on the search network, display network, Google maps, YouTube and Gmail on mobile phones, using the Google algorithm to optimize your performance. Perimeter targeting allows you to target users near you using their location.
Why run a local Google advertising campaign?
They may quickly get all the details they require to decide whether or not to visit one of your sites, including opening hours, an address, a phone number, and client feedback.
Being included among the top results is so essential for a company.
A few illuminating facts:
•Google Maps is used by 86% of customers to locate businesses (Hubspot, 2022).
•76% of customers research a company's web presence before going there (Cision, 2021)
•By 2020, mobile devices will account for 68% of all website visitors (Perficient, 2020)
Therefore, it's crucial to maximize your online presence to set yourself apart from your rivals and increase foot traffic inside of stores. And using Google Ads is one of the finest strategies to increase the local visibility of your shops.
The following are the top 4 benefits of using Google Ads local campaigns:
1.Targeting: As a result of Google's "machine learning," the algorithm displays the appropriate message to the appropriate person, in the appropriate location, and at the appropriate time. Local campaigns let you connect with a highly qualified audience by focusing on a particular place and set of keywords.
2.Customer satisfaction: Information (shop name, description, hours of operation...) is readily available. The quantity and caliber of reviews might likewise soothe buyers and motivate them to act.
3.Proximity: When a customer learns online that a business sells the item they are seeking for, they are more likely to visit the point of sale, especially if they need to make a quick purchase. However, by ensuring customers that returns and exchanges are possible, it also encourages online purchases through the business's e-commerce possibilities.
4.Automation: Because campaigns are quick and easy to run, you can concentrate on your main business.
In conclusion, Google Ads local ads are effective ways to drive local, qualified traffic to points of sale. When preparing the materials, they need time and a specific level of skill (visuals, video, keywords, titles and descriptions).
How can you use Google Ads to raise your local visibility?
How should your Google Ads Local campaigns be designed first?
You can use a number of tactics to launch a local campaign, which we'll quickly outline here:
1.Trust a specialized agency with all of your Google Ads campaigns.
2.With the assistance of Google Ads campaign professionals, create your campaigns.
3.Own your Google Ads campaigns.
Each choice has benefits and drawbacks of its own:
You won't waste time on setup if you choose
•The first option and entrust your campaign to professionals. An all-inclusive service does, however, come at a price.
•In the second scenario, you maintain control over your campaign setup with the aid of professionals.
•The final option gives you total power and the freedom to conduct your own tests. However, if you lack experience, you'll need to invest more time in testing as well as developing the various assets (keywords, titles, descriptions, images, and videos).
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